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Presented by
richard banfield
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designing
experiences
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look around
everyone is a designer
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design is not art
we designers, we don’t work in a vacuum. we need business people. we are not the fine artists we are
often confused with.
dieter rams
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qualities
innovative, useful, aesthetic, understandable, unobtrusive,
honest, timeless, thorough, environmentally friendly,
minimalist
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dieter rams
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questions
the best designers ask the best questions
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your customer
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The Emotional Animal
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brains?
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brains
why do we have brains?
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brains
brains move our bodies so we can manipulate the
world around us
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movement
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brains
what else do we need brains for?
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expressing emotion
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emotions
people can’t make decisions without
emotions
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same technologybut significant price difference
25%
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irrational
Are we really in control of our
decisions?
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irrational
source: dan ariely - The upside of irrationality
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irrational
source: dan ariely - The upside of irrationality
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Check the box if you want to participate in the organ donor program
Check the box if you don’t want to participate in the organ donor program
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irrational
source: dan ariely - The upside of irrationality
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Check the box if you want to participate in the organ donor program
Check the box if you don’t want to participate in the organ donor program
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irrational
source: dan ariely - The upside of irrationality
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Attribute 2
Attr
ibut
e 1
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irrational
source: dan ariely - The upside of irrationality
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Attribute 2
Attr
ibut
e 1
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irrational
source: dan ariely - The upside of irrationality
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Attribute 2
Attr
ibut
e 1
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choices
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case study: bidsketch
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choices
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case study: bidsketch
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happiness
people are more likely to make decisions when happy
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game dynamics
“games are a container for suspense”
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source: gsn
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making happy
Make it easy
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Mak
e it
mot
ivat
ing
source: bj fogg
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memory
people remember stories that have an emotional
connection
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your customer
Emotions are often irrational
...this means...
Emotions drive decision making
Information is not enough, and...
Happiness leads to better decisions
Happiness can be manufactured
Significantly more work for product designers
But, higher adoption and deeper loyalty
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modeling behavior
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The Behavioral Science
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data visualization
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Another useless measurement
Som
e be
havi
oral
m
easu
rem
ent
source: shawn achor
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opportunity?
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Another useless measurement
Som
e be
havi
oral
m
easu
rem
ent
source: shawn achor
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persuasion
let’s start with how emotions lead to action
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persuasion
“persuasion requires...motivation, ability and a
trigger.”
BJ Fogg
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persuasion
In other words...
successful product design meets our goals, our expectations and
is easy to use
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triggers
Rejection
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Acceptance
PainPleasure
FearHope
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double duty
Easy to Do
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Hig
h M
otiv
atio
nLo
w M
otiv
atio
n
Hard to Do
Make it motivating
Make it easy to do
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pathways
Easy to Do
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Hig
h M
otiv
atio
nLo
w M
otiv
atio
n
Hard to Do
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starting Design
where do you start the process?
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starting Design
it doesn’t really matter
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tools to help
storytellingscenarios
storyboardspersonas
interviewsprototypes
the five whys
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storytelling
geoff’s story
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Geoff wants to join a gym to get fit but he’s intimidated by the other gym members, who all seem to be fitter and
stronger. How can he improve his experience?
What if Geoff could work out at home with all of the benefits of a personal trainer at the gym?
Geoff feels if he could track his progress and communicate with a trainer without having to go to the gym he’d be able
to reach his fitness goals with less stress.
What other tools will Geoff need to accomplish this goal? Are these tools reducing the stress Geoff feels?
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sketching
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personas
jane
smith
Business Owner
Steve
hollister
Retired Lawyer
sarah
chang
Single Mom
detailed profile of the demographic and behavior
of the customer types
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audience
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core motivations
apparent problem: Need to loose weight
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actual problem: feeling lonely & scared
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modeling
Easy to Do
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Hig
h M
otiv
atio
nLo
w M
otiv
atio
n
Hard to Do
Make it motivating
Make it easy to do
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3d matrixWho: What type of customer?
Where: In which places do they access their information?
What: Why are people accessing their information?
Financial Advice OnlineHome (desktop/laptop)
ASPIRING
ASPIRING
RECOVERING
MONEY MINDER
IMMATURE CREDIT
OFFICE (desktop/laptop)
CC/ LOAN (MOBILE)
CAR DEALERSHIP (MOBILE)
OPEN HOUSE (MOBILE)
home making
Financial repairs
Financial planning
insight / education
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Aspiring Recovering Money Minder Novice / Immature
Credit Report CardBest Matches
Educational Articles
Credit Report CardBest Matches
Educational Articles
Credit Report CardFraud Risk
Credit Report CardEducational Articles Products
Want to get a handle on their credit to plan out next financial
steps
Credit is in bad shape - need to see their current situation and
seeking help to fix it
Want to keep an eye on their credit to make sure they are
secure going forward
Needs to be educated on credit and how it effects them Triggers
Home pageEducational articles
Find a Loan
Home pageEducational articles
Products for Bad Credit
Home pageProducts for Good CreditIdentity Theft Protection
Home pageProducts for Students
Products for No/Low Credit
Content(top traffic pages)
lifestyle articlesexpert blog articles
estimators and calculatorsproduct comparisons
topical partner articlesEducational articles
planning tools
CRC widgetforum widget
expert blog articlesestimators and calculators
partner offerscrc widget
planning toolsproduct comparisons
Tech Tools
Home Loans/MortgagesCards for Good Credit
Cards for Bad CreditBalance Transfer Cards
Personal LoansCards for Excellent Credit Student Cards
Cards for No/Low Credit Partners
2D matrix
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mobility
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recovering
money mindernovice aspiring
1. reduce debt quickly2. improve credit score3. control debt and credit
goals:
bottom line:move from managing debt to eliminating debt
1. manageable level of debt2. improve credit score3. find lower interest products
goals:
bottom line:get in control of finances, debt and credit
1. monitor good credit2. prevent new risks3. find high-reward products
goals:
bottom line:maintain the status quo and finish strong
1. find out credit score2. find qualified products3. understand their credit
goals:
bottom line:get started and learn how to stay in control
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user journeys
forum
credit estimator
Dashboard
article
signup
widget
Money Minder
Monitor good creditPrevent new risks
Find high-reward products
Goals:
Credit Card Vendor
Pre-qualify low-risk clientDevelop brand loyaltyReduce cost of service
Goals:
product offers
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wireframes
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designs
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designing
the best preparation you can make is be prepared to fail
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mini workshop
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ux design
step #1create a vision for the solution
you’re going to design
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design the vision
step #1create a vision for the solution
you’re going to design
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be visionary
be very descriptiveWhat do they touch?
What did they see?What did they feel?
What motivated them?What’s the real story?
What’s the irrational story?what makes them happy?
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map it out
step #2create a 3D MATRIX THAT
DESCRIBES WHO YOUr customer is and where and how they will
interact with you
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3d matrix
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Who: What type of person is your core customer?
Where: In which locations & devices do they access their information?
why: Why are people motivated to seek and use this service or product?
!"
z
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3d matrix
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Who: What type of person is your core customer?
what is happening: a young woman preparing
for her wedding; uses app in gym and website at home; seeks a companion
not a drill sergeant
Where: In which locations & devices do they access their information?
Why: Why are people motivated to seek and use this service or product?
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3d matrix
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get in the flow
step #3show the pathways that each
persona takes to get to their destination/s
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get in the flow
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draw, draw, draw
step #4sketch the primary pages or
page states that the customers will interact with
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sketch
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rinse and repeat
step #5get out of the building and ask
real customers about the experience and refine
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finally
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Last thought
steve jobs greatest success wasn’t designing products,
it was designing apple
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Thanks
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